Carlsberg Group signs new long-term partnership with UEFA

Carlsberg Group | At the end of March, Carlsberg Group and UEFA have announced a long-term partnership deal making Carlsberg the Official Beer of UEFA National Team Football. This includes UEFA EURO 2028 and UEFA Women’s EURO 2029, UEFA Nations League Finals and UEFA Women’s Nations League, Men’s & Women’s European Qualifiers and UEFA Futsal EURO.

As part of the sponsorship agreement, Carlsberg Group is giving more access to the best of football. Carlsberg Group brands will benefit from exclusive pouring rights at UEFA EURO 2028™, UEFA Women’s EURO 2029, UEFA Futsal EURO™ and UEFA Nations League Finals™, as well as brand exposure across perimeter boards and media interview backdrops more widely across other UEFA National Team Football.

This partnership plays a key role in Carlsberg Group's broader strategy to invest in its portfolio of brands and accelerate long-term growth. It signals the return of Carlsberg Group to the topflight of European national team football, following its previous longstanding partnership with UEFA which lasted for more than two decades. This represents a continuation of the business’s long-standing commitment to the world of sport, made evident through their 33-year partnership with Liverpool Football Club.